WPPED Cream

Entries 2017

The WPPED Cream Awards were initiated in 2007 to recognise the very best work produced by WPP companies around the world, across all marketing disciplines. The awards give all agencies within the WPP group the opportunity to compete and be recognized for outstanding work that has provided growth and brand value to their clients.

This category celebrates creative thinking and applications of the ever growing volumes of data available to us and to our clients. However, the challenge remains: how do we make meaningful plans, strategies and experiences from this infinite resource of data?

WPP agencies have the skills and expertise to unleash the power of data in extraordinary ways. Our range of services have the potential to transform businesses, industries and even societies but it requires creative thinking to deliver on the promise.

So the way in which we uncover, combine and communicate the insights derived from research and data is critical. Resonance, clarity and actionability are crucial and we need to apply creative thinking to design, technology, media and experience. Creativity should not be limited to delivery but must instead be part of our whole engagement with clients from proposal, to data collection, to analysis and finally to delivery. Creativity throughout the client experience will be celebrated by this category.

This year’s awards – judged by Kantar CEO Eric Salama and Creative Director Emma Whitehead – will reward work which has:
a) used creativity to uncover, reveal or communicate fresh insights or ideas;
b) demonstrated an innovative solution to a common challenge,
c) applied creativity to deliver a ground-breaking client experience.

Note: We’re not looking for finished creative campaigns that derive from an insight (however good), but rather the use of creativity to uncover and intensify insights or the communication or use of data at the absolute heart of the creative execution.

I am sure that this year we will be celebrating the diversity and excellence of our industry. Design is a barometer of all that happens in society and presents to the world ideas that satisfy, invigorate and astonish in ways that are real, digital, human and tactile. The search for “the best work, best craftsmanship, innovation and absolute quality" remains as our overriding criteria when judging this year’s entries.

WPPED Cream Digital will encompass branded online, digital, and technological communication. We seek the best creative, digital solutions for brands that utilise technology and creativity seamlessly and prove how their target audience engaged and enhanced brand value, resulting in increased business sales and recognition.

We want the digital work that we wish we’d thought of, work that places our clients and their brands at the forefront of their industries and markets and makes customers take notice. Innovations, exemplary results and dazzling executions based upon bold insights are highly prized here, as is work that breaks through the commonplace into culture.

Health & Wellness products and services represent a sizeable portion of WPP’s clientele and we are often reminded of the uniqueness, as well as the importance, of this category both to people, broadly speaking, and to WPP in particular. Our aim is to elevate the visibility of this work and to lead the industry in the evolution of its creative impact.

If everything is media then the best needs to work harder than ever. What myself and the jury are looking for is ideas that cut through the infinite clutter, take our breath away with their originality and most of all help clients to grow.

Each of the four global media agencies have been tasked with choosing their ten best pieces of work from across the year, all based on insight, idea, activation and ROI.

We welcome work from all WPP agencies provided it has already received external award recognition eg Cannes or similar local equivalent award. This simply requires the entry form to be completed and submitted by the deadline.

As the scope and definition of Public Relations expands, we’re looking for innovative, integrated campaigns – across the entire PESO model – that deliver measurable results for clients. Creativity is key to a WPPED Cream award-winning campaign – so we encourage you to focus on those campaigns that broke the mould for your agency and the industry as a whole.

Entries for the Public Relations WPPED Cream Awards are available across four categories:

- Business to Business Communications: This category recognizes campaigns targeting either the business community at large or a niche business sector.

- Corporate and Public Affairs: This category recognizes campaigns that focus on building and maintaining corporate reputation (e.g. internal communications, rebranding/repositioning, company launches, issues and crisis management) and/or public affairs (changing/enlisting political and/or public opinion).

- Digital/Social Media: This category recognizes campaigns that were driven by social media or digital, including blogs, social media channels, mobile apps, websites, microsites and intranets. If digital was a SUPPORTING piece of your campaign, the campaign should be entered in the Corporate and Public Affairs, Consumer Marketing or Business to Business categories.

Entries will be judged on the following criteria:
- Situation Analysis: Key challenges and opportunities
- Objectives: Both ambitious and measurable
- Research & Strategy: Original insights driving campaign strategy and approach
- Execution: Tactics based on original thinking and ideas
- Results: Business impact of campaign

Agency Networks are invited to enter as many of the four sub-categories as they choose, although each Agency Network may only submit ONE entry per sub-category GLOBALLY, as opposed to multiple entries from different markets.

If more than one entry is submitted for an Agency Network, we will ask the Agency Network to choose ONE contender for judging. Therefore, please work closely with your Global Agency Leadership to ensure only one entry GLOBALLY per sub-category.

*You do not enter this category. Awards points won at Cannes, the One Show and D&AD will be used to decide what work wins in the following categories: film, radio, print, outdoor and promotion & activation.

Entries Open

Entries are now open for WPPED Cream 2017. You can enter all your work and related media asset files on this site.